If Spontaneous Trait inference makes the listener associate the negative traits described by the speaker while gossiping to the speaker itself , then shouldn't gossiping be less common? as those who gossip would be seen in a negative light and would be discouraged from gossiping any further , but there are studies which reveal that gossiping might actually bring people closer . I've personally seen people who continue to gossip/badmouth others without their social standing being affected among their peers, and people actually crave for the stories these people propagate and also like discussing them.